For Firestone Industrial Products Co. L.L.C., "Airide" resonated above all other considerations in creating a new, unified identity for its air springs portfolio.
As such, "Firestone Airide" will replace Firestone Industrial Products as the official name for its air springs products. The name pays homage to the world's first air spring, the Airide, which was introduced by Firestone in August 1938.
"Bridgestone continues to accelerate its journey toward a sustainable solutions company, and Firestone Airide plays a critical role as an enabler of new mobility," said Justin Monaghan, president of Firestone Airide. "We are excited to launch our rebrand, not only as a fitting evolution of our company, but as a testament to the legacy and value of the Airide name."
Firestone Industrial Products, a subsidiary of Bridgestone Americas Inc., represents one of the world's largest suppliers of air springs and air spring products and continues to look toward assisting its partners in the EV market.
The Airide brand also "captures the breadth, depth and innovation across (automotive, heavy duty commercial and off-highway) all business channels," according to Firestone.
Firestone's air spring products also have a major application presence in heavy construction and mining equipment, and industrial applications such as conveyor systems.
The company maintains a significant aftermarket share with its Ride-Rite airhelper springs, now rebranded as "Airide Assist."
"Several rebranding options were developed and carefully considered as the successor of Industrial Products," the company said. "Airide resonated as both representative of Firestone's legacy and the feeling the technology invokes, either in terms of isolation from vibrations, or leveling, or both."
Firestone Airide has a manufacturing presence in the U.S., Brazil, Costa Rica, China and Poland, with research and development facilities in the U.S. and the Netherlands.
Firestone said the new logo for Firestone Airide is intended to preserve the company's heritage while offering a futuristic look.
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